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PARIS — Yves Saint Laurent Parfums is targeting women 40-and-up with its new skin care product called Age Expert.
This story first appeared in the January 24, 2003 issue of WWD. Subscribe Today.
“It’s a cosmetics alternative to DHEA,” said a spokeswoman for YSL Beauté, Yves Saint Laurent Parfums’ parent company, referring to the controversial antiage hormone replacement treatment.
Age Expert products include ganoderic acids, which are similar in molecular structure to DHEA and said to compensate for the effects hormonal instability has on skin. Iris isoflavones, which purportedly have antiaging properties, are also a key ingredient. Age Expert’s formula is said to accelerate cell renewal, improve the density of facial tissue and diminish wrinkles.
The line will be introduced globally in February and be supported by in-store counter displays and windows.
Age Expert comes as a 30-ml. jar of cream and a 30-ml. pump bottle of fluid, each of which will retail for $70 in France. Dollar figures were converted from the euro at current exchange rates. In the U.S., the products will retail for $85 each. Industry sources estimate the line could ring up $10 million in retail sales in its first year.
The products will sport YSL’s new look for its skin care packaging. Black-and-white exteriors will replace the brand’s former gray details. And rather than maintaining the YSL insignia, packaging will feature the full Yves Saint Laurent name.
In other brand news, in March, Yves Saint Laurent will launch globally a line of foundation called Teint Eclat de Soie, which will come in 10 shades. Its formulas include some of Age Expert’s ingredients, including ganoderic acids, plus “long radiance” and light reflecting pigments. The foundation is said to smooth and moisturize the skin.
Its target consumer is women aged 35-and-over.
“We want to offer women a lifting effect and radiance that lasts all day,” said another YSL spokeswoman.
Teint Eclat de Soie, will be available in 30-ml. pump bottles retailing for $39 in France. In the U.S., the foundations will sell for $46. Industry sources estimate that the line could generate $10 million at retail in its first year.